I think the real differentiator for a company in this field would be to let you pay full price for your genome, but with the guarantee that they will not retain any copies of it once you have received it.
EDIT: I'm talking about sequencing core labs that do sequencing as a service. They also have no need to keep the data because they don't necessarily have any metadata about the samples that they are sequencing.
If you theoretically could get 30 Million people at 30X WGS, that would be about 3M terabytes (600k drives) and you would need at least $78M, which seems a bit expensive, but it seems feasible if you were planning on capitalizing for at least a order of magnitude more, no?
http://www.genomicsengland.co.uk/
This all isn't impossible. HLI is also sequencing well over 10000 genomes per year at this point. The service requested (having your data delivered and then deleted) already exists, but is not the most consumer friendly option.
So 100GB*100=10000GB=10TB per day, that's quite a lot of data but not unheard of in the age of Google. And from there you'd get the additional data from read-alignments, SNP-calling, genome re-annotation etc. pp.
Also analysis pipelines generate intermediate results that are also large, and data is stored with 2x or 3x redundancy. So that 100GB might be more like 300GB once you factor in robust storage and bioinformatics.
A post doc at who worked at ATLAS came to visit our lab a couple weeks a go, and just listening to the workflow they have for the events coming off the detectors… and all the BS they have to deal with working in academia… yeah… I'll take that money, erect a CSP system up in Spain and ask them to come do this with me, just to start off with a fun side project :P